The best project management website (Basecamp?)

I'm overwhelmed by the number of project management services that are popping up. Mostly because I don't understand why. I think dev shops must have very custom preferences and can't accept a 3rd party project management service, so they develop their own. This explains the extensive PM service proliferation.

Basecamp, GoPlan, Producteev, Cohuman, 5pm, liquidplanner...

It seems like every service doesn't quite offer enough features for some people in some areas, but others that do offer all features become "overkill" or "bloated". So does each PM service permutation take a slightly different approach, having one "feature" that a sub-market needs, without being overkill?

What do people think of a "build your own" PM service. You select what you need in your app at signup, so you don't have "overkill" software, only what you need (including that deal-breaker feature).